When we talk about Marketing and Business development, we often default to the mindset of dollars and cents. You know, “the bottom line”, because that is what pays the bills at the end of the day. As you’ve been reading through a variety of marketing and business techniques offered by some of the top experts in the field there is one area we, as lawyers, don’t often contemplate. That area is Affluence.
I was lucky to have recently chatted with Alison Pena, Principal Affluence “Catalyst” from The Affluence Code . Alison works with entrepreneurs, business owners, and professionals by providing ongoing accountability, support, and training in the art of affluence. She is a speaker, entrepreneur, and has a book on the way called “Unlocking the Affluence Code”. Hopefully, what you can get from here is some real good practical information for yourself, as a solo or small law firm, in some of the areas she specializes in. Here is a snapshot of the diagnosis she finds with clients, and how she remedies the situation.
The Diagnosis and Remedy
The Affluence gap starts with you. Looking at who you are so you can reach out to the right client. If you cannot not define who you are, then you will likely falter in business. Some of the affluence gaps include:
- Business or Career
Alison teaches you how to leverage these areas with your clients to be more effective, and to make sure “who you are and what your business is”, are aligned.
At The Affluence Code, she uses an “Affluence Wheel” so it can be determined what is most important to you, and how you operate through the three lenses of the wheel. Those three lenses are purpose, love, and charity. Alison was very clear that it really doesn’t matter which order your three lenses are in, but knowing how you operate within them is the key.
Purpose, Love, Charity
If your primary lens is purpose, you are focused on work, understand goals and work really well within structures, and tend to make money easiest of all the lenses.
Love people, when their one-on-one connections are good, then everything works. They tend to focus on developing relationships, they usually give exceptional customer service, so in a law practice would tend to have a big referral business due to the way they nurture the people who give them referrals.
Charity people are about community. What they see is their entire world/business as an ecosystem. They look at how the networks work, or how people are networked. They tend to become the go-to person for what people need. A huge resource, if you will, building their business on that premise.
Alison went on to say the only way people will really make money at what they choose to do, is by keeping on the path of their goals. If you do not have a clear picture of what your own worth is, if you devalue what you do, then your mindset is off and you block your ability to make the money you deserve. The difficulty for lawyers is to make sure the community that you care about are the ones who can also pay you. You mine the data from your passion, from your own life, from your own work, and then you’ll be able to see exactly who those people are you should be serving. When you resonate with those people, they will do business with you because you’re speaking their language.
Last, but not least, Health is paramount. One solution Alison offered up was if you mine the energy from your goals, or mini-milestones between the goals through celebrating, you create a burst of energy. Achievements are realized and that is definitely worthwhile, however sometimes we have set-backs in life, which can also affect health. Finding solutions to setbacks, through hiring or making more drastic changes, will hopefully keep you healthier in the mind and the body.
If you’re confused, don’t worry. Alison explains a lot of this with her new book out this year (2015) called “Unlocking the Affluence Code”. Or you can reach out directly to her through her website www.theaffluencecode.com or emailing her at firstname.lastname@example.org
This is a transcript of a recorded live presentation. It is in spoken-word format. While we have cleaned up the transcript a bit for easier reading, it is not in edited written-word format.